Music Promotion












The ongoing sad shame of the music business is that, even as more recording artists become wiser in the business aspect and learn to maintain controlling interests through the establishment of their own music enterprises, there still seems to be an ever-increasing number of new artists who are ready to throw caution to the wind at a moment's notice by signing with the first company that shows interest.

Needless to say, for the most part, they often live to regret it lifelong. On the other hand, doing it yourself, is quite admirable, but you had better know everything the majors already know...and more.

Back in 1990, a band I know of released a single that achieved national radio airplay and press coverage, but had absolutely no distribution. It was a dumb gambling idea, that since they could not afford distribution on a national level (they had no financial backing or a P&D deal), they could gamble on this recording being quickly picked up by one of the major labels. Talk about a 'pie-in-the-sky' plan. This was a perfect example of not having all the bases covered.

They even sent copies of the national press coverage and had managed to get to the majors, but didn't include the recording in an effort to further play "the baiting game." The crazy thing is, all of the majors called and requested a copy.

Well, by this time the record was "dying" on the air because there had not been, and there was still no distribution to support it. And, it would have been useless, from a business perspective at this point, for the majors to even get involved.

The point that I am trying to make is that they had, indeed, put "the cart before the horse." While they had the desire, and a little knowledge of how things generally worked, they were not prepared for or aware of the vital business details that they needed to know in order to make it not only be competitive, but keep the entire process working.

Back then, if you were fortunate in getting your recording played, you had about 2-6 weeks before it was "killed" for lack of distribution activity. Well, they were completely unknowledgeable on how long it would actually take to review, negotiate, and sign contracts, even if they could be fortunate enough to get a deal and have the production end thoroughly covered.

In their naivete, they believed this would be, basically, an overnight thing. If they liked it, boom, we had a deal. Ultimately, through my own lack of thorough preparation, they ran out of time and lost the record. Let their experience be a lesson well learned. Do your homework! Thoroughly!

Do NOT make assumptions or under-estimate the importance of any area of your marketing campaign. Do NOT slack at any phase. Before you submit your CD to the radio music directors, program jocks, club jocks, or even the press, you had better have enough coverage in the distribution area in regard to anticipated sales.

Now, this article has assumed that you have already established your business from a legal standpoint such as obtaining a business license, getting a post office box, a separate business telephone line, business cards, and any other necessities.

The absolute worst thing you can do is appear unprofessional in any phase, or have a "runaway" hit that you can't deliver to your fans. And, isn't that what you want? Isn't that what this is all about? Sure, it is! So, don't skimp! Do it right...the first time!







Deb's Top 5 Songs Of The Day:



The Police, Message In A Bottle
Cream, Sunshine Of Your Love
Sean Paul, Temperature
Neil Young, Keep On Rockin' In The Free World
Three Doors Down, Love Me When I'm Gone




Local Artist Of The Day:


Waylon Crase